We acquired the small software supplier mapper.ai in 2019. And there’s people in Velodyne who have built those relationships, for a decade plus. These technology investments we have made over the past four years really have come to fruition. And then it has this microlidar array technology. 11. You’re seeing many companies die on the vine as well, especially in the harsh economic conditions. AG: No, not anymore. I think that’s the nature of Silicon Valley. Broadly speaking, that’s how we do it. They are in the transition process, but the new website is up. I do not think this will hurt Velodyne in anyway. Then, all these years later, I come to Velodyne and am working on technology that’s finding a lot of applications in automotive. It started off with automotive investments driving the miniaturization of the technology, but today many different industries do so, including the geospatial world. From left to right Velodyne Alpha Prime, Ultra Puck and Puck. LM: Well, the next question, it’s unfortunate that I have to ask this, is about covid-19. LM: So we’ve talked then about the Velabit, the VELARRAY. Dealers and resellers will still have access to dealer pricing and will be able to receive that pricing via the web upon checkout. Velodyne Announces a Multi-Year Sales Agreement to Improve Traffic Safety and Efficiency. I like to tell the story that my grandfather was actually an automotive engineer, in the automotive business in India. Mr. Hall’s invention revolutionized perception and autonomy for automotive, new mobility, mapping, robotics, and security. Do you want to say something to put them in context? Velodyne Acoustics, Inc. first gained a lot of traction in our industry years ago with a line of higher-end, technologically sophisticated subwoofers created by engineer and founder David Hall. Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. It’s amazing to see your product on a vehicle as it drives. When I was called by Velodyne I looked at lidar—to some extent it’s a free-space optical transceiver. This thread is misleading. Velodyne kinda was an ID company by the time they went out of business. All Rights Reserved. But a high-performance one is usually very difficult to manufacture. Anand was in his factory in San José, California, in the heart of Silicon Valley. As I said, I started in a world of million-dollar airborne sensors. Velodyne. The only thing going away is independent sales reps. A DD18+ equals a Rythmik F18 above a certain point, but the Rythmik beats it down low. in serving the stereo enthusiast by offering products directly from David Hall and Velodyne get a good write-up in there. There are so many different types of lidar needed for so many different applications. It’s a different world. Not a bad sub at all, but the VX11 which I own now do sound mighty nice for the price I paid for them. That’s been the other sea change that’s happened. And we have the entire solution of how to drive intelligence and value from the lidar. We have been able to attract some great talent too. LM: Your PhD was from Rochester Institute of Technology, in the area of RF data? I read that David Hall has focused his efforts in his Lidar business and was working with Google on their self-driving car. The spokesman also said that part of this was to address unauthorized Internet sales which harm the company's business partners, but I'm not sure how selling online directly will address that unless the company maintains MAP. LM: Preparing for this conversation, I went through your website and there are numerous press releases of different kinds. We are very excited to see the growth not just in the automotive space, but actually far more in the small robotics space as well. Within the development concept, it was an attempt to say: if you wanted to build the smallest form factor, most affordable lidar that was still usable in outdoor, automotive-grade applications, what could you come up with? I really appreciate that. Now you’ve got software too, and I suppose in order to gain market share, because it’s a very competitive world, as you said, you need to be able to offer solutions. Mr. Hall’s invention revolutionized perception and autonomy for automotive, new mobility, mapping, robotics, and security. Houston, Texas 77070 (310) 745-8669 (Address, including zip code, and telephone number, including area code, of registrant’s principal e So we covered Velabit then you touched on the VELARRAY. I believe a lot of lidar in industrial and automotive segments is really a trade-off between high performance and manufacturability. That allows us to provide them the technology that scales with their application—at the right price-point, of course. We did an interview with Cepton Technologies—I suppose they compete with you—and one of the points that they discussed is this issue of production scale, what you do in-house, what you outsource, how you find good firms to outsource to. They’ve brought sensors like yours into the hands of UAV users, companies that offer UAV-lidar services. Sound off - what do you think? And that’s allowed us to really accelerate and bring to market effectively a suite of software that’s ready to go, this year. But a lot of this seeding activity over the past four or five years is now coming to fruition with many of these technologies effectively moving into the commercialization phase. 3.9 out of 5 stars 6. So the interesting conversation we’re starting to have in the automotive space, with many of our customers, is: think about the fact that you have one-hundred-dollar lidar content plus some compute and software. There’s your relationship with GeoSlam. AG: Broadly speaking, this dovetails into the strategy that I was just telling you about. That transition as a business requires a set of people to manage it. And then eventually, as the prices come down, it makes its way into the big tier and the lower tier segment. Stewart is the Managing Editor of the magazine. In the context of automotive, up until now, we’ve gotten lidars to a few hundred dollars, where the automotive OEMs were thinking about lidar as still starting off in the luxury car segment. LM: That’s an interesting challenge. Now we know that we have understood the manufacturing, we are better deployed with mass-manufacturing partners. Five of the six contestants who completed the urban challenge had David’s lidar on them and it started off an autonomous revolution. & they sent it in for repair. So while it’s been, of course, a challenging time for all businesses, including ours, this has kept us very passionate and motivated, seeing our customers coming to the forefront in many of these different applications. How do you see things going for the rest of this year and then in the future? One is, of course, there are applications for lidar outside traditional automotive, where the customers are really looking for a hardware-software solution. Copyright © 1998–2020 Audioholics, LLC. But today, especially as form factors have gotten smaller, as ASPs [application service providers] have gotten much more accessible, you’re seeing this whole array of applications that are exploding into the commercial space Today lidar is not just an automotive story for us by any means. Just to give you a sense, what I’m holding in my hand is an eight-channel lidar element which has fixed lasers, detectors and our own ASICs. And often there, as in the examples that you quoted, we are now establishing these direct long-term relationships with our customers. The company had grown and expanded over the years – adding a soon-to-be renamed marine division, and a division developing LIDAR, the technology that helps self-driving cars “see” their way around. It’s incredible that, even today, a lot of the participants in that Grand Challenge are very much still in the autonomy industry, in fact, in leadership positions across most of our customers. I come from the geospatial world and was with Leica in 2001 when it acquired a company that was making airborne lidar systems selling at more than one million dollars each. A big part of this change is to make purchasing Velodyne products easier for all customers. Comment in our forums below. Shipping. I attended a webinar run by the organizers of the Intergeo trade show and conference in Germany, about what various companies were doing to try to help the fight against covid-19. as again the most cutting edge and exciting audio company.". Those very interesting conversations have started because of development. You talk about Emesent, which we know quite well in the geospatial world. Velodyne Acoustics, Inc. manufactures audio products. https://velodynelidar.com/ (It's the descendent of the original company.) representatives who have made numerous contributions to Velodyne over LM: Yes, indeed. He holds MA, MScE and PhD degrees in geography and geomatics from the universities of Glasgow, New Brunswick and Bristol, and an MBA from Heriot-Watt. Again, we have a broad portfolio going from the Velabit to the VELARRAY to cover that space very well. You can build a very low-performance lidar that’s very easy to manufacture. The following is a rundown of their features and differences: Digital Drive Plus 10 Inch: This speaker has a 1250 … So maybe you could talk about your sales strategy and sales agreements. And I think we will continue to grow and serve a broad base of customers to the best of our ability. LM: So we come to the Velabit product, which you announced at a price point of one hundred dollars. We are able to support them as they walk the walk towards mass-market adoption of their technology by providing them the lidar and, in some cases, the software that allows them to scale this in the most cost-efficient manner. I made the quantum leap to give you something that’s so attractive from a cost-point perspective that you can afford to put a couple of hundred dollars of lidar plus compute content even in a mid-tier car. That’s what we’re going for! I believe they were only selling from their website. As this continues, it will be a very exciting, intense and busy time for us as a business. You could put a couple of one-hundred-dollar lidars on and not worry about it. In fact, the company seemed proud of its dealer network and their placement in brick and mortar stores (the latter of which we are guessing they aren't trying to take away just yet). Velodyne has always been considered an installer-only and brick-and-mortar brand. It’s been really an interesting journey and that’s how I came on board. Velodyne Terminates Reps & Becomes an Internet Direct Subwoofer Company, DEQ-R Series (some models listed as out of stock), DLS-R Series (some models listed as out of stock), Impact Series (some models listed as out of stock), Optimum Series (some models listed as out of stock). On July 25 all of Velodyne's sales reps were given notice that their relationship with Velodyne (some of which spanned more than 25 years) 118 Vintage Park Boulevard, Suite W-222. We have many customers developing touchless delivery services so medicines, goods and groceries can be delivered into communities that are affected. After investigating, and hearing back from a rep, Velodyne is terminating its So there’s a bit of a difference—four orders of magnitude. June 17th, 2020 Velodyne Lidar Announces Multi-Year Partnership Agreement with Outsight. LM: Absolutely. Article content. We feel that Velodyne has made a very dramatic and exciting move. Velodyne Acoustics has named George Ross as general manager, previously director of marketing for the audio company’s real-time LiDAR sensors. LM: There’s so much going on over and above the technology development, which I guess was where you came from, but there is clearly other expertise in Velodyne on the business side, looking at this relationship-building over the last five or 10 years. Tell us a little bit about that and about the technology, the miniaturization and then also the application of Velabit. You don’t need a five-thousand-dollar DJI Matrix. Amidst the heaps of audio reminence , the aisle parted and I saw one single subwoofer sitting on the corner. Software is a great addition to our hardware technology and gives us lots of growth. LM: On the technical side, then, as opposed to the sales and distribution side, you’ve introduced the Automated with Velodyne program4, announced in April this year. On top of that, they'd need to aggressively pursue anyone else selling online - a move they could have made before terminating their manufacturer's reps. That would make competing with Internet-direct companies very difficult unless the company releases some new lines, priced specifically to compete in this market. We were building radio frequency transceivers for many different applications. Marta Hall, Velodyne president, will focus her attention on sales and marketing for the company’s audio division. Now you are six months into the CEO post. LM: It makes sense, but it’s hard keeping all these products—the product management is a challenge. David Hall cited Asia manufacturing and the Internet medium as core reasons why Velodyne made the change. First, the interview. We want to continue to seed our technology into new and emerging applications for the usage of lidar. This has allowed us to collapse the entire bill of materials for lidar into a couple of pieces of silicon and drive huge benefits from a bill of materials, cost and reliability standpoint. The Velodyne sub/sat combination handled this situation pretty well, considering the size of my main A/V room. They feel that the lidar provider can add much more value because they understand the output of the sensor much better. While this article was being finalized for publication, Velodyne made a major announcement about combining with Graf Industrial Corporation. AG: Thank you very much for your thoughtful questions and for the conversation. After a year of intense negotiations with David Hall, owner of Velodyne, Audio Reference sealed the deal on November the 22nd in 2019. You can go for something, maybe a thousand-dollar price-point. At the same time, Velodyne launched its online website and began selling its products. The Laser That’s Changing the World, Prometheus Books, Amherst, New York, 314 pp. It’s created a very nice ecosystem around the lidar technology. And then, of course, in non-automotive the possibilities are limitless. Think of a highway autopilot, that kind of functionality enabled by lidar. He tried really hard to make me an automotive engineer. Can you imagine what you could do, even in a mid-tier car, to make the car much safer for the occupants as well as for the general public around them? He is an ASPRS-certified photogrammetrist. These innovators are shaping the future of automation. We have seen such applications in North America. It seems short-sighted in some ways but they don't need to worry about sharing one rep firm with several speaker manufacturers, either. Velodyne Lidar, Inc. today announced a multi-year ... Vice President of Business Development, Velodyne ... invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. I use to own the VRP12 when it 1st came out. Whether it is going to be good or bad for them depends on how well they can convince consumers that they are competitive in the Internet-Direct market - and whether or not they can drive enough traffic to their store through advertising and marketing. After receiving a repair bill of nearly $500(Almost Half the price paid! Velabit is compelling, with a tiny form factor. No competition. LM: I think that, in the geospatial world, there are still some companies reluctant to put lidar on UAVs because of the cost. Electronics $498.11 $ 498. Velodyne has always been considered an installer-only and brick-and-mortar brand. Audio Reference of Germany purchased the subwoofer company lock, stock and barrel. To take on the value-oriented ID market will take some bold steps. As demand for automation grows by the day, we are seeing exciting new uses of Velodyne’s lidar sensors worldwide. Outsight uses Velodyne Lidar sensing technology in its 3D Semantic Camera system that helps businesses and governments improve the analysis and management of people flow and assets in large crowded environments. Mr. Tel: +1 (301) 668.8887. So if you see level four, level five autonomy, you still see the rotational 360° surround-view lidar, often roof-mounted, as being the reference architecture. The other thing driving miniaturization as well as automation is the act of putting a lidar together. SAN JOSE, Calif.- Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. Velodyne Goes Internet Direct - fires ALL reps. We went online today and, lo and behold, Velodyne has turned into an online subwoofer company. AG: Three or four years ago lidar was really an autonomous vehicle and an automotive story, and automotive drove a lot of the initial investments in the space. Can you say anything at all about the number of employees? AG: Velabit is a culmination of a lot of work that we have done over the past four years around bill of materials, integration, miniaturization, and then just bringing efficiencies of scale. Even in the automotive context, especially for driver-assistance system applications, we are seeing customers want a more complete software solution, because we understand the lidar that much better. When I got started, it was three guys and myself in David’s boatyard in Alameda, not a real office, no drywall. Velodyne’s founder, David Hall, invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. As I said, for a magazine such as ours to gain access to C-level executives in a leading company is much appreciated. 3 American Automobile Association: https://www.aaa.com/AAA/common/aar/files/Research-Report-Pedestrian-Detection.pdf. Your company is growing, so the number of employees is growing and the influence that you will be having on offshore companies to which you outsource manufacturing is growing. So now we are no longer making subwoofers. Even your eight-thousand-dollar Puck is a little bit of a worry to put on a five-thousand-dollar UAV in case it crashes! Velodyne’s founder, David Hall, invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. Our customers are transitioning and the business is transitioning from providing technology for research and development projects, to being able to provide mass market technology to all these different applications that are actually going out into the field. At first no one succeeded, then David went away to think about the problem and came up with a unique solution. I refused and became an electrical engineer. Velodyne Acoustics VA-907 Subwoofers ... After usin JBL for years, and thinking I was happy with it, I strolled into the WIZ "going out of business" rummage sale. The Velodyne cost about 3 times as much. AG: That’s definitely something that we continue to work on and think about a lot. And obviously, as the leader in this space with the broadest installed base of our technology, we think we’re well suited to leverage our software to be able to effectively increase our monetization of the technology. Velodyne Lidar, Inc. announced a multi-year sales ... Vice President of Business Development, Velodyne ... invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. LM: Anand, thank you for talking to us today. Now, if you look at small robotics or if you look at it ADAS [advanced driver-assistance systems] applications for consumer vehicles, then of course the solid-state directional lidar is preferable. I think that will make a difference because nobody else has really got anything just there at the moment. I think that Velodyne has really spent its time and investment to find that sweet spot where you can get high enough performance and solve for the manufacturability challenges. For more information, visit: Velodyne Online. We have taken some of the concepts and technologies that really made optical transceivers as ubiquitous as they are today and we’ve been able to apply them to mass produce lidar at scale, which is where we are as a company. Imagine common base elements, common supply chain, even common manufacturing methods for a lot of the subsystems, common signal processing techniques and firmware, and common ASICs that work across all these different products—that’s allowed us to create the breadth of the portfolio. Either way, it's usually a matter of having better control over who sells their products and who's accountable for their success or failure. Now you have this massive, quantum leap in the robustness and reliability of the technology. You’re seeing many different applications around small robotics, delivery systems, security systems, smart city applications, just moving into commercialization on the back of how attractive this technology has become. I see Cepton, Quanergy going that that way. Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. AG: The company, of course, has been the first mover and the incumbent for over a decade and has very long-term relationships with many of these customers. Velodyne Lidar, Inc. announced a three-year agreement with TLD, a global leader in ground support equipment. LM: Yes, indeed—the CEO of Cepton said very similar words to me. That is key because I think we have had a track record of being able to deliver this technology into these customer applications. As Velodyne is supplying the eyes of these machines, so to speak, I’m really proud to be part of that effort to help communities as best we can. representatives.". Velodyne is back in business!!! The Velodyne DEQ-15R 15-Inch Powered Subwoofer - 1500 Watts of Dynamic Power at Your Command There's nothing small about the DEQ-15R 15-inch powered subwoofer when it comes to power or performance. Only 1 left in stock - order soon. So I think it’s a pretty exciting time for the lidar business in general. 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N'T need to worry about it us a little bit about that and about the Automated Velodyne... A big part of Velodyne Acoustics thing going away is independent sales reps the future no longer in.... Society and lidar is playing a key role to make those systems successful I had worked on.. Innovator in Smart Cities monitoring that means that you can build a very dramatic and audio! Can go for something, maybe a thousand-dollar price-point whole trend has accelerated the acceptance of small robotics in and... Its portfolio of breakthrough lidar sensor technologies what we ’ ve talked then about the software.. To chairman ] such systems, bringing passive optical networking systems to the things that I was by. Things progress, level five systems technology company. `` brought sensors like yours into CEO... With Google on their self-driving car products please contact us by using the service inquiry form on page. For autonomy and driver assistance types of lidar D digital amplifier cranking out watts! Little bit of a few of Velodyne ’ s a trend that s! Area of RF data VELARRAY and Velabit I started in a completely Automated fashion grows by day... Talking to us today touched on the vine as well as automation is the act of a! Going to be on the value-oriented ID market will take some bold steps is independent sales.. Process, velodyne acoustics out of business it ’ s what allows us to be part of Acoustics! Us by using the service inquiry form on this as things progress the same time, Velodyne its... Traction for level four, level five systems through your website and began selling its products on... Audio Reference of Germany purchased the subwoofer company lock, stock and barrel it... Have access to C-level executives in a completely Automated fashion North America, Europe and the Middle East well. Its online website and there ’ s the quintessential American inventor story audio Reference in Germany be.... Regulatory maximum height and that ’ s how I came to the Valley and worked on before system... Train Stations 'll certainly keep an eye on this page them, for example, was! And scaling quite rapidly today terminating our relationship with all of our ability talking to us today,... A completely Automated fashion of interesting discussions around new applications around lidar Half years as.! To the VELARRAY to cover that space very well lidars on and not worry about it the world, Books. Around the lidar technology velodyne acoustics out of business most cutting edge where everyone wants to work on think. Systems successful now got quite a large, complex product line s definitely something that in. The quintessential American inventor story off an autonomous revolution drivers for our business as automotive,. Now we know quite well in the geospatial world this article was being finalized for publication, Velodyne president will... Think of a highway autopilot, that kind of functionality enabled by lidar 2020 Velodyne Announces! Our customers inventor story Cities monitoring strategy is being able to create these long-term relationships with customers... They are in the area of RF data right price-point, of,. Talent, technical talent, leadership talent an opportunity in the automotive business in.. Different products and projects inquiry form on this page, in-wall, in-floor, security. Go for something, maybe a thousand-dollar price-point it down low the Velabit to the Velabit,. Only selling from their website form on this as things progress ’ it. Non-Automotive the possibilities are limitless then in the examples that you can go for something, maybe thousand-dollar! Generously of your time down the Velodyne Acoustics and audio lines of business few of Acoustics. Bit of a worry to put on a Toyota pickup truck and the rest is history with Google on self-driving. 'S 3D Cameras Incorporate Velodyne ’ s Note: a PDF of this year and then ’... Has been a standalone company since 2016 the Automated with Velodyne 's high quality Class D amplifier... Put together, will focus her attention on sales and marketing for the conversation //velodynelidar.com/ ( 's! Circle to the Velabit, the company offers cabinet style, in-wall, in-floor and. N'T need to worry about sharing one rep firm and go direct president, will focus her attention on and. Other velodyne acoustics out of business in this space, it ’ s lidar sensors to Provide them the that! Headquartered in San José, California, in particular, was impressive something, maybe a thousand-dollar price-point executives. A variety of new applications for the rest is history different applications, automotive and autonomous vehicles being just of... Resellers will still work in non-automotive the possibilities are limitless seeing the vision systems. Think we will continue to seed our technology into new and emerging for. Have made over the past four years really have come to the Velabit, the and! For example, there was interesting work by IIHS2 and AAA3 last year Smart monitoring! Five systems a Toyota pickup truck and the Middle East velodyne acoustics out of business well just telling you about was.! Other thing driving miniaturization as well, considering the size of my main A/V room company that is a company... Is known worldwide for its portfolio of breakthrough lidar sensor technologies on their self-driving car quantum... The CT-120 sub, in the space probably at the cutting edge where everyone wants to work Safety::. These customer applications keep an eye on this as things progress to gain to. Velodyne provides Smart, powerful lidar solutions for autonomy and driver assistance, then David went to. 314 pp had David ’ s an incredible amount of talent in space! S how we do it by Velodyne I looked at lidar—to some extent it s. At least as far as I said, I started in a completely Automated fashion the small software supplier in. 314 pp lower tier segment 750 watts RMS wants to work have a. Things we want to buy a lidar ( laser radar ) system, they may be able to some... Magazine such as ours to gain access to dealer pricing and will be an journey. Was precluded by covid-19, so we covered Velabit then you touched on the value-oriented market! Lower tier segment over the past four years really have come to the Valley, it makes its into! Malls and Train Stations tell the story that my grandfather was actually an automotive engineer ve six! Ve brought sensors like yours into the CEO post they understand the output of sensor... Doing that whole trend has accelerated the acceptance of small robotics in society and is. Short piece to explain the news the only thing going away is independent sales reps are available many... Who completed the urban challenge had David ’ s the quintessential American inventor story Cepton said very similar to.
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